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Creative Policy

Creative Policy

This policy describes permissible content and behavior for ads created in or uploaded to Adacado’s advertising platform (“PLATFORM”).  Customers are required to ensure that their ads meet these guidelines. Failure to abide by this policy may result in penalties up to and including permanent suspension of Customer access to Adacado’s platform.

Adacado may update this policy at any time. Please review it from time to time to ensure that your ads are in compliance.

1. Ad Acceptance

Adherence to this policy does not guarantee that ads will be accepted on any given exchange or publisher. Exchanges or publishers may disallow certain ads, types of ads, or advertisers and the permissibility of any given ad on any given supply source may change at any time. Exchanges may have additional requirements, and ads must meet those requirements to serve on those exchanges.

Adacado reserves the right to block or disallow any ad at any time regardless of whether it meets any other requirements of this policy.

2. Creative Content

“Creative content” refers to the imagery and subject matter used in ad creative or landing pages. All ads must use professional, high-quality creative and be clearly branded with the name or logo of the brand being advertised. Ads must be for a specific, named advertiser consistent with the declared brand domain (see “Categorization” below).

3. Disallowed Content

Ads must not contain content in these categories. Examples are not comprehensive, but illustrative of types of disallowed content.

3.1 Poor Quality

  • Shaking, flashing, flickering or extreme animation
  • Generic content (i.e. not specific to an advertiser)

3.2 Adult and Sexual

  • Pornography
  • Prostitution
  • Strip clubs
  • Dating services intended primarily for the purposes of facilitating sexual encounters or infidelity
  • International dating or “mail-order bride” services
  • Nudity
  • Profanity
  • Sexually suggestive imagery or text
  • Sex toys or other sex-themed entertainment products
  • Specific medical devices, procedures, or pharmaceuticals for the enhancement or modification of sexual performance, sex organs, or secondary sex characteristics

Ads for contraceptives and sexual health clinics are not considered to fall within this category.

3.3 Misleading and Inaccurate

  • Fake news, advertorials, or similar content that may be mistaken for editorial content
  • Promotion of extreme or unrealistic results
  • Emulating the appearance or styling of publisher websites
  • Emulating the appearance or styling of operating systems or applications (for example, fake error messages or dialog boxes)
  • “Trick-to-click” elements such as fake “close” buttons or “download”/”play now” buttons

3.4 Violence and Hate

  • Depictions of, or incitement to violence
  • Discrimination against any protected class, including, without limitation, race, ethnicity, gender, sexual orientation, religion, age, or disability
  • Glorification of self-harm

3.5 Shocking and Distasteful

  • Capitalizing on sensitive events, including natural disasters, accidents, crimes, pandemics, or other tragedies
  • Any other imagery or content which is likely to be interpreted as shocking, distasteful, graphic, obscene, gross, offensive, or gruesome
  • Images which simulate the appearance of shocking, distasteful, graphic, obscene, gross, offensive or gruesome content (for example, unusual composition or poses giving the appearance of nudity or obscene content)

3.6 Misappropriation

  • Use of trademarks or copyrights without permission of the owner
  • False implications of endorsement by individuals or organizations

3.7 Malvertising (Malicious Advertising)

  • Automatic redirects
  • Automatic downloads
  • Ads containing or linking to exploits, viruses, trojans, worms, or other malicious code
  • Spyware
  • Potentially unwanted programs (for example, bundling of a desired software program with unexpected third-party software)

3.8 Illegal Content

  • Any other content not otherwise covered by the above categories that is illegal under the laws of Canada or the United States of America or the location that ads are targeted to.

4. Sensitive Content

Ads with these types of content are permitted, but may have special considerations that must be taken into account and publisher acceptance is limited. These ads may be disallowed by a large number of exchanges or publishers.  Please consult the rules and policies of individual exchanges or publishers before serving ads in these categories.

      • Alcohol
      • Cryptocurrency
      • Gambling, including government-run lotteries
      • Religion
      • Sexual Health
      • Tobacco (including e-cigarettes)
      • Firearms/Weapons
      • Cannabis and CBD
      • Prescription Drugs
      • Politics

5. Politics

All political advertising must comply with all applicable laws, including without limitation all federal election laws, regulations, and (where applicable) provincial/state or local laws and regulations, and such compliance shall be the sole responsibility of the advertiser. Ads containing retargeted use of political affiliation and targeted interest-based ads based on political affiliation are allowed only to the extent permitted by applicable law.

All political advertising must clearly identify who paid for the communication and whether it was authorized by a candidate or organization, and any additional information required by local regulations. Unauthorized or third-party ads must also include contact information for the sponsoring organization within the ad or landing page content.  “Paid for by” disclosure must be clear and conspicuous (i.e. easily identifiable by contrasting color and font on the ad).

6. Policy Extends to Landing Pages

All content policy requirements for ads also apply to the clickthrough destination for ads. In addition, the landing page must be clearly related and relevant to the ad content, with an easily accessed privacy policy.

7. Categorization

Ad categories selected must correctly reflect the subject matter of the ads and their landing pages, with special consideration given to the following categories:

      • Alcohol
      • Cryptocurrency
      • Gambling
      • Political Issues (Non-Election)
      • Politics (Elections)
      • Prescription Drugs
      • Sexuality
      • Tobacco/Smoking Products
      • Firearms/Weapons
      • Cannabis
      • Hemp-Derived CBD

These categories are highly sensitive and it is imperative that publisher and exchange requirements are respected regarding these categories. Failure to correctly attribute these categories will be considered a serious ad quality violation.

8. Intellectual Property Rights

Customers are not permitted to submit any ad creative for which you do not have all necessary rights, licenses, consents and clearances regarding its intended usage.

9. Changes to Policy

Adacado has the right to modify, add or remove any terms or conditions of this creative policy, which becomes effective immediately upon posting.